Running a local business in today’s world means you’ve got to do more than just open your doors and hope people walk in. Regardless of what type of business you own- a cosy café, a vintage shop or a landscaping service- the chances are that your customers are scrolling through your social media before they ever come close to your store.
This is why knowing how to use social media to connect with people, specifically in your local area, is more important than ever.
If you’re wondering how to make social media work for your local business without spending your whole day glued to your phone, you’re in the right place…
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START BY GETTING TO KNOW YOUR LOCAL CROWD
Before you post anything, think about who you’re trying to reach. Is it your neighbours, your regulars, the people who pass your shop on the way to work?
When you’ve figured that out, start to think about what they care about. What kind of content would catch their eye? What content would they maybe even share?
You don’t need a big, fancy research team, you just need to pay attention to what your customers talk about, what they like to see and what is trending in your local area.
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DON’T TRY TO BE EVERYWHERE AT ONCE
You don’t have to be on every social media platform under the sun. Even just choosing 1-2 platforms where your audience is most active is enough because you can focus your energy there.
Quality > Quantity.
- Facebook is great for local events, community groups and older audiences.
- Instagram works well for businesses that are more visual- food, fashion, fitness for example.
- TikTok can be great if you’re up for short, fun videos and want to reach a younger crowd.
Once you’ve picked your platform(s), stick to them. It’s better to post consistently on one than half-heartedly on five.
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USE LOCAL HASHTAGS AND LOCATION TAGS
Hashtags and location tags are your best friend because they help people in your area find you, especially those who don’t already follow you!
If you’re posting a video of, let’s say, a client’s new hair on TikTok- you can first tag your area in the location field and then use local hashtags like #SheffieldHairSalon or #SheffieldHairdressers, depending on what best fits your business.
These little additions can make a big difference.
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KEEP IT REAL
People don’t just want to know what you sell, they want to know who you are as well. They want to support people, not just businesses.
Share behind-the-scenes snaps, introduce your team and even share what inspired you to start your business. Got a crazy story about how your food truck broke down during your first event? Tell it.
The more ‘real’ you are, the more people will connect with you because you’re relatable. That’s how you build trust, and trust leads to new customers, and loyal ones at that.
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GET INVOLVED WITH YOUR COMMUNITY BOTH ON AND OFFLINE
Social media is called ‘social’ for a reason. Don’t just post and ghost.
Like and comment on posts from other local businesses. Repost events happening around town. Give shoutouts to your favourite spots. Not only does this help build relationships with other businesses like yours, it also gets your name in front of more people who live nearby.
When you’re doing something offline, like participating in a local fundraiser or sponsoring a school event, make sure to post about it online too as it shows you’re engaged and invested in the community.
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RUN LOCAL PROMOTIONS TO GET PEOPLE THROUGH THE DOOR
Want to get people excited? Run a promotion that’s only for your social media followers and make it location-based.
Some ideas:
- ‘Show this post to us in-store and get a free sweet treat of choice with your coffee today!’
- ‘Tag a friend from your town and win a free class!’
- Happy Hour deal- tonight only! Mention this post and get free drinks with your meal.’
These little promotions reward your followers, but they also give people a reason to visit that day.
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COLLABORATE WITH OTHER LOCAL BUSINESSES
Reach out to other local business owners and think of ways to collaborate. Host joint giveaways, do shoutout swaps or you could even create bundle deals.
Let’s say you run a plant shop, partner with a local gardener and promote each other’s work. Or if you’re a gym, team up with a nearby smoothie shop for a ‘workout & refuel’ package.
This kind of cross-promotion helps everyone grow their audience and shows customers that you are part of a larger local network.
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ENCOURAGE YOUR CUSTOMERS TO SHARE
It’s true- happy customers are your best marketers. Ask them to post about their experience with you and tag your business. You can even add an incentive to it with a small discount, competition entries or a chance to be featured on your page.
And when they do post? Repost their stories or reviews! It builds credibility and creates online chatter.
People trust people way more than they trust ads so turning your customers into your cheerleaders is a huge help.
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USE ADS BUT MAKE THEM LOCAL
You don’t have to blow your budget on social media ads. Even a small ad spend can go a long way if you keep it local.
When setting up a Facebook or Instagram ad, target people by postcode, city or even within a few miles of your shop. Make sure to highlight something that will make them stop scrolling.
These kinds of ads feel personal and relevant which means people are more likely to act on them.
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KEEP SHOWING UP, EVEN WHEN IT FEELS LIKE NO ONE IS WATCHING
Here’s the truth- sometimes it will feel like you’re talking to no one. You’ll post something great and get 3 likes. It happens…
But consistency is everything so keep showing up, keep telling your story and keep engaging.
Over time, people will notice; they’ll start recognising your name, your logo, your branding. And when they’re ready to buy, guess who they’ll think of first? You!
You don’t need a huge marketing team or fancy tools to make social media work for your local business. You just need to be real, stay consistent and focus on your community. Your neighbors are out there scrolling and they want to support businesses like yours.
Just give them a reason.